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As a new way of shopping, online shopping is accepted by people, especially the young. However, their need or expectation about online shopping is changing now. The price is not the only determinant factor for sale, what customers pay attention to has transferd to shopping experience. Therefore the construction of online shopping atmospherics is very important.This research, based on the clssifiaction of traditional shopping astmospherics which combined with relative research on website construction, proposes the category of online shopping atmospherics. It inclues website design (download speed, information, navigation, appearance), human factor (human interactivity), website credibility (security/privacy, reliability).Then, applying emotion PAD model, the research explores the relation between online shopping atmospherics and pleasure, arousal and dominance, and between emotion and shopping intention as well. At last, considering the result of former research and this one, some marketing suggestions for online vendor are given.In this study, a questionnaire survey is adopted and 211 effective samples have been collected with the help of online questionnaire platform. After the analysis of SPSS 16.0, the research hypotheses have been partially supported. The results of this empirical research indicate that online shopping atmospherics affect shopping intention according to pleasure, arousal and dominance.
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